You’ve created and produced your audio content but now need tools to help it perform to its potential. Learn how adding audio management and marketing technology to your marketing stack will help you build brand loyalty and grow your business.

We have a question for you: Are you  incorporating audio content into your marketing mix? Producing audio is a creative feat of its own, but its creation is only part of successful audio content marketing.  After all, once audio content is produced and recorded, that digital file won’t have any impact unless brands ensure it reaches their desired audiences. 

Which brings us to an even more important question: When you started producing audio content, did you make room for audio management and marketing technology in your martech mix? 

The tech stacks of savvy marketing teams contain a variety of helpful technologies, tools, and platforms that empower brands to operate more efficiently and effectively. Your typical marketing tech stack features CMS, advertising, email, analytics, social media, video, and CRM technologies, just to name a few. But these traditional content marketing tools don’t have the following audio production and distribution capabilities that audio management and marketing technology provides to your team. 

Enterprise-Grade Hosting and Storage

More audio content, more storage needs. If your brand is cranking out audio webinars and podcasts, there’s a good chance you’re racking up hosting fees. That’s especially true if your content really takes off and finds a large audience! Luckily for you, the POST audio management and marketing platform allows unlimited archiving to ensure your audio content is safely stored in one location, easily accessible for both your teams and your listeners, and doesn’t rack up additional hosting fees that make you a victim of your own success.

Fast, Sophisticated Distribution and  Engagement

You’ve produced your audio content. Now you’ve got to get it out into the world. When you invest in the right audio management and marketing  technology, you can upload your audio content with the click of a button to platforms and apps such as Apple Podcasts, Google Podcasts, Spotify, and more.  Even better? This technology helps you promote your audio content and engage with audiences on social media. And features like video integration, transcriptions, chapter markers, and other capabilities help increase engagement and inspire action with your audience.

Advanced Analytics

At the end of the day, numbers are everything. And while tools like Google Analytics, HubSpot, and Marketo are tried-and-true measurement solutions that quantify the success of your brand’s digital marketing, they don’t give you insight into your audio content’s performance. To get that, you need metrics such as number of listeners, listen-through-rate, and unique downloads. Unlike traditional analytics tools, technology that’s specific to audio measurement provides you deep visibility into these metrics so you can effectively analyze how audio is bringing value to your marketing plan.

As audio content continues to grow in popularity, brands should ask themselves how capable their marketing tech stack is and if they’re ready to make an investment in audio management and marketing technology. Adding POST to your marketing stack could be the answer you need to maximize the potential of your audio content — and your marketing strategy as a whole.

Do you have the right tools to elevate your audio marketing strategy? Contact us to learn more about POST today.



Digital content is a tried and true form of communication. But what if we told you turning to audio can take your content marketing plan to the next level?

In today’s digital age, everyone is upping their online presence — whether that be through a modernized website, increased social media activity, or expanded content capabilities. With this rise in digital content comes an increase in competition, making it harder for your business to stand out.

But there’s a savvy way for brands to cut through the noise to build brand loyalty: audio content.

This type of content includes (but is certainly not limited to) podcasts, audiobooks, webinars, and more. Because the various formats are easily shareable on social and available for on-demand listening, audio can give brands the edge they need to deepen their relationships with existing customers and capture the attention of new listeners.

If you’re on the fence about whether audio content has a place in your content marketing lineup, take a look at the following five ways it can add value:

  1. Audio expands your marketing arsenal:
    No matter what your company specializes in, it’s important to have stellar resources on hand at all times to demonstrate your company’s capabilities. Just getting started with content marketing? From eBooks to case studies, content marketing is essential for building brand awareness, addressing customer questions and pain points, and prospecting. Audio seamlessly integrates with and enhances your existing content campaigns and gives you an additional platform to engage with your key audiences and promote your brand’s offerings and thought leadership.
  2. Audio increases your reach and shareability:
    Recent reports conducted by Nielsen and Edison show that 32% of Americans (150 million) listen to podcasts at least once a month — and many tune in much more frequently than that! One of great things about audio is that it’s effortless to engage with, meaning people can easily listen within a social feed without being prompted to click over to a different website or platform. And because audio content is so easy to consume, people are more likely to listen to completion — increasing the likelihood your social followers will share your content and allowing your brand to reach an expanded audience and increase brand awareness.
  3. Audio allows for more personal interactions with industry experts:
    This popular format enables audiences to learn from your organization’s thought leaders in a direct and personal way. Unlike a written interview, audio interviews allow listeners to enjoy a more personal experience. Being able to hear from an industry expert in their own voice with raw emotion — rather than short, written quotes in a blog post — can increase the impact of the interview and foster stronger audience engagement. Added bonus? Once the session is recorded and packaged to be shared, your guest can easily share the interview, giving you free exposure to their followers.
  4. Audio provides a new platform to become a thought leader:
    Even though podcasting and audio content has gained a lot of ground in the past few years, there’s still plenty of room for more! Depending on your industry or area of expertise, it’s possible your brand has little audio competition, giving you the ability to establish your company as a thought leader in this popular content space.
    Audio allows you to show a creative side:
    Part of standing out from the competition is tapping into your creative side, which can be done by including audio content in your marketing mix. Plenty of tools exist to help give you a creative edge and elevate the quality of your audio. One of those is StoryMint, an all-encompassing audio marketing and management platform that allows agencies, content marketing teams and digital content producers to collaborate on the production of audio projects, including research and script writing. The platform gives your creators the space to put their heads together and develop the best ideas.

Audio content has the potential to exponentially elevate your marketing capabilities, yet many brands hesitate adding this promising format to their marketing mix. By understanding the value audio can add, look for opportunities to incorporate it into your content marketing initiatives to elevate your content, build brand loyalty and grow your business.